Dai-ichi Life "Just" TV Commercial DAIGO as Chidori's Daigo!?
On March 20, Dai-ichi Life Insurance held a new commercial launch event for its "Just" product, featuring the industry's first "Health Check Discount," at its Hibiya headquarters in Tokyo.
Conceptualized around improving customers' quality of life (QOL), this product introduces a health check discount. Under the slogan "Health checkups are the first step to health," it offers discounted premiums simply by submitting health check results at the time of contract.
At the outset, President Seiji Inagaki stated, "Just is a groundbreaking insurance product that fundamentally revises the product structure, enabling settings perfectly tailored to each customer's needs based on necessary coverage. We introduced the health check discount because we believe undergoing a health check is the first step toward health. We want to support not only healthy individuals but also those striving to improve their health."
The new TV commercial, which began airing on March 22, features celebrity PR character DAIGO.
There are two versions: the "Just-Fit DAIGO" edition, where he perfectly embodies "DAIGO look-alikes" like a carpenter, a maiko, and comedian Daigo from the duo Chidori; and the "No-Omission DAIGO" edition, where DAIGO, known for his "DAI-speak" abbreviated language using the alphabet, earnestly pleads, "Please don't omit it," emphasizing the importance of health checkups.
Appearing after the commercial screening, DAIGO commented, "Getting this offer right after joining Dai-ichi Life last year was truly 'just' the right timing. I see it as fate." Reflecting on the manzai routine he performed with Nobu, Daigo's partner in the commercial, he said, "Since manzai relies on realism, we filmed the entire routine in one take. We practiced so much we could have been the 'New Chidori'. Nobu supported me, and it was a perfect fit and really fun." He also expressed satisfaction with the commercial's outcome, saying, "I think having the man who's abbreviated the most words in Japan these past few years say 'Don't abbreviate' really gets the message across about the importance of checkups."
When the topic shifted to the "Dai-ichi Life Salaryman Senryu Contest," DAIGO nodded in agreement with health-related entries, saying, "I get it. I can relate." He shared, "I started paying attention to my health in my late 30s. I've been busy for the past decade or so, but I've managed to stay healthy without taking time off work. I plan to get a checkup soon, so I definitely want to join 'Just'."
DAIGO, who challenged himself to create a senryū using the initials "KSW" for the health check discount, presented his work: "Even at 40, I'm still young at heart, thanks to my health check." Receiving loud applause from the audience, he then announced another piece, "Get your health check done properly and get the discount," wrapping up his stage appearance.
The official website ( http://www.dai-ichi-life-special.jp/jst_sp/index.html ) features the commercial and behind-the-scenes footage.
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